Item: Adobe Marketo Engage
Rating: 9
Author: Ashley Morse

Use Cases and Deployment Scope

Marketo is being used in my organization for email marketing tactics across the whole company in all geos. The business problem it addresses is messaging our promotions on our website to our customer segments, driving database growth, customer acquisition, revenue, and click-through rates. We have automated programs and ad-hoc.

Pros and Cons

Filtering customers into segments
Easy, adaptable email templates
Thorough data reporting

There are bugs that pop up here and there.
Creating filter statements is not user-friendly.
Throttling if you have large customer databases you are sending to.

Using Marketo to Support Sales Goals

Product Launches
Upsell
Cross-Sell
Lead Management
Prospecting / New Business

We are trying to take our customer database and segment them based on their interests, demographics, and geo-location. We have hundreds of products that we sell so we are trying to make our campaigns more personalized and show what people are most interested in, based on their site behavior. A good example of this is showing highly reviewed items that are related or accessories that complement something they looked at or purchased.

Alternatives Considered

Marketo is a user-friendly platform with an uber responsive and helpful customer support team. I love that we have dedicated support people that are familiar with our account and not random associates every time we reach out. I love how easy and quick you can learn the platform, no matter what your background is.

Number of Contacts (List Size)

More than 5 million

Using Adobe Marketo Engage for B2C or B2B marketing

Both

Likelihood to Recommend

I've used four different email service providers and Marketo is by far the easiest and most robust to use. It is perfectly suited for large enterprise customers, as it is easy to scale and train internal colleagues. The support is superb and hyper-responsive. The only negative is that there are little bugs that pop up here and there that are not easy to replicate - we are using this platform for a ton of contacts and a lot of campaigns, so the more content we have and the larger our customer segment, the more likely we are to see a bug.

Best ESP I've used in my 10 years of work

Modules Used

Overall Satisfaction with Marketo